Digital marketing for Cambridge technology and research businesses
A market where the buyers research thoroughly, the sales cycles are long, and last-click attribution will consistently undervalue whatever is doing the early work.
Search, advertising, social and direct channels connect to one campaign plan.
- Search
- Advertising
- Social
- Direct
The Cambridge market
The dominant mistake in this market is measuring on last click. Cambridge buyers typically encounter you several times across months before making contact, so the channel credited with the conversion is rarely the one that did the persuading. That has practical consequences for budget allocation: cutting the channels that appear unprofitable on last-click often reduces the enquiries attributed to the channels that looked good. Search intent here also skews towards problem-led phrases rather than service names, and almost nobody targets those. Someone searching for how to solve a specific technical problem is a better prospect than someone searching your category, and far cheaper to reach.
On qualified enquiries and assisted conversions rather than last click alone. For a six month consideration cycle, last-click reporting tells you which channel was present at the end, not which one did the work.
Find out what your search demand is actually worth.
Send us your website and we will come back with what is working, what is broken, and the searches you are currently missing. No charge and no obligation to work with us afterwards.
A useful place to start
Your website. Your goals.
An honest conversation.
- Bring
- Your website and what you want it to do better.
- Ask
- Which channels make sense for your business.
- info@ubwebs.com
- Call
- +91 9414272326